You don’t need to call it a comeback - direct mail’s popularity has never waned with the general population. According to the USPS, direct mail accounts for 50% of all mail sent by the company. If you’re leveraging direct mail correctly, its average ROI for the medium is 29%. But direct mail isn’t just popular with baby boomers - the response rate for individuals between the ages of 18-21 is about 12%.
With digital marketing advancing all the time, your direct mail games has to be on point in order to make an impact. Here are a few tips for you to keep your direct mail fresh and impactful.
The first thing you need to this about when sending direct mail is the format. Are you looking to increase your brand awareness? Consider a postcard or branded self mailer. Do you want to promote your new services or products? A letter pack with a buckslip may be best. The format will determine the real estate you have to get across your message and call to action, along with the number of images or graphics that you feature. The size and format of a piece is equally as important as the content and design.
The content of your direct mail piece is just as important as the design. You want to keep it short and sweet, but also entice your customers. Use headlines that are bold and speak to the point of your piece. Use a call to action that will urge your customers to do something - call, visit, schedule, get, take, etc. Make sure that your CTA is time-bound, creating a sense of urgency for your customers. Lastly, proof your content for errors. There’s nothing more embarrassing than sending out a direct mail piece with a typo or grammar error. Not only does this reflect poorly on your team, but it will immediately turn your customers away from you and towards your competition.
Nowadays, customers prefer personalized communication. Statistics show that 80% of consumers will do business with a company that provides them with a personalized experience. Traditionally, digital marketing allowed for the maximum amount of personalization but now with advancements in printing technology, you can customize each mail piece. The Oce Pro Stream, for example, allows for variable printing, so you can change the imagery, content, offer, and more through the use of data. Since Darwill is one of the only companies in the nation that has a Pro Stream installed, we offer our clients marketing strategy, world-class design, and variable printing. Personalizing your materials for your clients has never been easier.
The better quality your images are, the more impact they will have on your customers. When it comes to the photos you use, less is often more - you don’t want to send a cluttered direct mail in its placement and subject matter. First, your images should be no less than 300 dpi (dots per inch). This will help your images to print at the highest quality and will help your overall piece look professional and crisp. Additionally, the simpler your images are, the better they will resonate with your customers. As an example, it's best to use images that don’t have busy backgrounds or a ton of text.
In addition to the images you chose, your design is also about the white space on the page. Just as your images are best when they are simple, your direct mail piece should use white space intentionally. Avoid cluttering your piece with images in every corner. With the right images and well-placed copy, you can guide your customers’ eye when you make use of white space. Also, be sure your designs properly reflect your brand. Use colors that compliment your logo, and ones that get your message across. As you know, all colors speak to us on a subconscious level. Red is a color of passion, action, and hunger. Yellow is a happy color and is used by many fast food restaurants to foster hunger. Don’t forget your envelope - it is the first thing that your customers see. Your envelope design can also show off your company’s branding and capture your customer’s attention. When designing it, consider personalizing the design or text you include. Use a color that will stand out and a font that is legible.
Through a combination of the most advanced 4 color inkjet printers in the nation and an award-winning direct mail team, Darwill has become the strategic marketing partner for companies around the nation. When you’re ready to get started, fill out our contact form.